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In-depth analysis! Current Situation and Development Trend of Washing Machine Market Demand in 2023

2024-07-18 01:54:43 Source: Champu Consulting Visits:0

洗衣机作为家庭必备的耐用消费品，其市场需求受到多方面因素的影响，如宏观经济、房地产、消费升级、技术创新、品牌竞争等。2022年，受新冠疫情和全球供应链危机的影响，国内洗衣机市场遭遇了五年以来最大幅度的量额齐降。但在市场寒冬中，也不乏一股股暖流，大容量、高端化、细分化等产品结构持续优化，干衣机等高附加值品类保持高速增长，国产品牌在海外市场“全面开花”，展现出强大的竞争力和韧性。2023年，随着全球经济复苏和国内消费回暖，洗衣机市场有望迎来新的增长机会和挑战。

一、市场规模滑坡但细分品类增长

According to data from the Champ Consulting Group,2022年我国洗衣机市场全渠道销量为3660万台，同比下滑10.5%。销售额规模为770亿元，同比下滑8.3%。量额下滑幅度创下近5年之最。究其原因，首先，宏观环境不理想，尤其是房地产下行，包括洗衣机在内的家电作为房地产的后周期板块，受到了一定的影响。更重要的是，我国洗衣机行业本已进入了存量市场。整体大环境的疲弱，叠加行业的存量博弈，造成了今年洗衣机大盘的下滑。

不过，洗衣机市场红利仍有，随着二孩、三孩家庭的出现，洗衣机市场内部的迷你洗、分区洗市场的关注度持续升温，衣物护理机等高附加值品类，更保持高速增长的态势。而在诸多细分品类中，干衣机更是蓝海中的种子选手。自2018年突破10亿元大关后，干衣机的销售额一路逆势飘红，保持高速增长。2022年，干衣机销售额已经超78Billion yuan, a year-on-year increase of more25%。

二、均价抬升产品向“新”而立

整体而言，洗衣机市场产品结构持续优化。根据尚普咨询集团数据显示，2022年国内洗衣机市场均价约为2103元，同比提升2.4%。从销量来看，单双缸洗衣机、波轮洗衣机这两大品类，无论在线上还是线下，份额都在逐步下滑，但滚筒洗衣机的份额都在逐步攀升。线下的消费升级较为明显。5000元以下价格段的洗衣机销售占比，在2022年都有微幅的下滑。反而5000+To1million+的中高端洗衣机销售占比都有所提升。大容量也是近年来的结构性亮点。2022年线下10公斤及以上的洗衣机销售额占比，已经几乎占到9成，同比增幅更是接近9%。与此同时，10公斤以下的洗衣机销售额占比都在下滑。

从产品来看，今年的高端新品也是实现了属性升级、形态升级、功能升级等多维跃迁。从衣物分区洗护、除菌除螨、更加专业的衣物洗护套装，到一站式解决洗烘问题的洗烘集成机、超薄全嵌产品、大容量大筒径等产品，都成为了新的增长机会点。

三、加码线下构筑行业韧性

近5年来，洗衣机行业的线上销售额占比，已经从2018of the year3成，跃升至2022of the year6成。多家洗衣机企业都在适度降低线上的占比，回归线下，从家电头部到中小品牌，都更关注盈利空间、增值能力。和线上相比，线下有着更直接的场景体验，更优的产品结构，均价涨幅也更明显。近年来洗衣机行业线上的增速从2018of the year22%，逐渐降低至0.1%，一方面这是线上遭遇了增长瓶颈，同时也是厂家在加码线下。

我们看到，头部品牌和主流品牌紧握一二线，打造大型体验店、创意生活馆和成套品牌厅、智慧生活家等多种形式，用统一的高标准进行设计，为用户营造沉浸式体验场馆，建设有格调的触点网络，以卖场景带动套系化销售，以客单价提升推动盈利提升。同时头部品牌也在快速下沉三四线，建立起系统完善的销售网络。通过渠道下沉，全面强化国民高端品牌的定位。

而在三四级市场本就如鱼得水的中小品牌，对市场新趋势往往能做出更快速更灵活的反应，近年来，中小品牌都在加大对于经销商、终端商的支持力度，强化门店人员培训，赋能零售终端，不断满足县镇消费者个性化需求，突出产品出样，完善售后服务能力，提升利润空间。

四、品牌格局稳定国货持续崛起

品牌方面，作为高度竞争的家庭耐用消费品市场，国内洗衣机市场品牌格局较为稳固，海尔、小天鹅等品牌始终在洗衣机市场占据绝对的优势，凭借较高的关注度遥遥领先。纵观近几年的洗衣机品牌关注榜，排名前几位的品牌变动不大。2022年，不管是线上还是线下，洗衣机行业TOP3、TOP5、TOP10品牌集中度都再次提升。这主要是由于2022年渠道分化加剧，用户消费触点分散，这对厂家和渠道的全链路营销能力，提出了新的考验。头部品牌依托产品、渠道、营销上的多重优势厚积薄发，可以全力拓展渠道新通路，从更大范围触达更广用户，构建了更为强大的竞争壁垒。而中小企业受制于成本压力，难以全面拓展新通路，其触达消费者的难度增大，在市场份额上丢失城池。也因此，洗衣机行业在品牌格局上，进一步呈现强者愈强的特征。

洗衣机国产品牌的竞争力也日益彰显，挤压传统的高端外资品牌。线上市场，2022年国产品牌的销售额占比已经增长至91%。合资品牌的销售额占比降至9%，正在被国货精品抢占份额。值得一提的是，凭借洗涤技术的进阶，护衣体验的升级，在更注重品质与体验的线下，国产品牌的份额也在提升。2022年国产品牌的销售额占比已经微幅增长至73.3%，2022年合资品牌的销售额占比降至26.7%。基于高级享受的消费需求正在快速提升，顺应需求端变化的国家龙头也已经脱颖而出，吃到了这波红利。

五、展望未来洗衣机市场有望复苏

从大环境来看，全国乃至全球消费市场正在逐渐复苏。从需求端来看，消费者追求美好生活、致力消费升级的趋势并未改变。从供应端来看，洗衣机厂商聚焦用户需求，从功能创新，技术迭代和体验升级等维度全面突围。依托我国家电产业的强大韧性，2023年，洗衣机行业有望在保持定力的同时，向高质量增长进发。

According to data from the Champ Consulting Group,2023年全年我国洗衣机市场预计将实现微弱回暖，销量达到3750About 10,000 units, year-on-year growth2.5%；销售额达到800About 100 million yuan, year-on-year growth3.9%。其中，在线上市场方面，随着电商平台和社交电商等新型渠道的不断创新和拓展，以及消费者对于线上购物习惯和信任度的提高，洗衣机线上销售将继续保持较快增长；在线下市场方面，则需要加强对于一二线城市高端消费的把握，以及对于三四线城市和农村市场的深耕，提升线下渠道的体验度和服务度，以及对于新零售模式的探索和应用。

在产品方面，洗衣机行业将继续沿着大容量、高端化、智能化、细分化等方向发展，满足不同消费者的多元化需求。大容量洗衣机将成为主流，10公斤以上的洗衣机销售占比将进一步提升；高端化洗衣机将突出品质和体验，5000元以上的洗衣机销售占比将继续增长；智能化洗衣机将实现更多的人工智能和物联网功能，如语音控制、远程控制、自动识别、自动调节等，提升用户的便捷性和舒适性；细分化洗衣机将针对不同的场景和人群，如母婴洗、分区洗、壁挂式、迷你型等，满足用户的个性化需求。

在品牌方面，洗衣机行业将保持相对稳定的格局，国产品牌将继续占据主导地位，同时也将面临更激烈的竞争。海尔、小天鹅等头部品牌将依托其强大的技术创新能力、渠道布局能力、品牌影响力等优势，在高端市场和海外市场取得更多突破；美的、海信等主流品牌将凭借其丰富的产品线、灵活的市场策略、良好的口碑等优势，在中高端市场和三四线市场保持较快增长；其他中小品牌则需要加强自身的核心竞争力，寻找差异化的切入点，抓住市场细分领域的机会，提升品牌知名度和忠诚度。

Anyway,2023年洗衣机市场需求有望呈现复苏态势，但也面临着不少挑战和变数。洗衣机厂商需要紧跟市场变化，把握消费趋势，加强技术创新，提升产品品质，拓展渠道网络，强化品牌建设，以期在激烈的市场竞争中脱颖而出。

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